Radio gone digital; Pandora vs. IHeartRadio.

I’m sure you listen to some type of streaming music from your computer or phone at some point during the day. But which platform do you use? Pandora is above and beyond the most used online radio service, and has paved the way for online radio with its 100 million registered users. But don’t think that Pandora is the only option for advertisers in regards to an online music platform. Clear Channel Communications, the Nation’s largest broadcast radio operator is taking a swing at Pandora. They are giving a heavy push to their online/mobile platform, IHeartRadio. IHeartRadio has two functions:

1.       Consumers can stream any of Clear Channel’s 850 radio stations in 150 markets across the Nation from their computer or mobile device. So, if I am in California and I want to listen to a Detroit station because I like their morning show, I can (and starting in 2012, buyers will be able to place commercials on the new platform).

2.       The other function is that you can create your own custom station, much like Pandora- type in an artist to build a station and the same genre of music will play according to your “likes” or “dislikes” per song.

The only catch with IHeartRadio is that in order to build a station you must sign up through your Facebook account. This function is perfect for media buyers because it allows us access to a listener’s key demographic information and the ability to geo-target. Clear Channel is also reinforcing IHeartRadio by using their 850 broadcast radio stations to promote listening online or via mobile device – a promotional option that Pandora does not have.

Just when we wondered if radio was slowly dying as a medium, the leaders reinvent themselves and adapt to the future. As a media buyer, it’s a great option to have IHeartRadio to compliment a traditional radio buy.

Just like almost every other medium, radio too has moved digital. The question is which platform will bring the most success and who will take the lead? Regardless of who wins the battle – It’s a win-win for advertising.